The Brand Story
Celebrants Australia (CA) is a dynamic group of celebrants with a growing membership that operates under a recognised constitution, formed in Victoria in 2003.
CA celebrants are available for all types of ceremonies: weddings, commitments, renewal of vows, naming, funerals and other important life events.
The mission of the organisation is to ensure that Members are qualified professionals who will perform all ceremonies to the highest standard as set down by the celebrants Code of Practice in a caring, respectful and approachable manner.
Members were surveyed in 2014, and 74% were in favour of a rebrand. The existing brand identity is old fashioned, lacks excitement and looked amateur. Earth & Sea Creative were commissioned to undertake the rebrand; which included colour palette, typography and tagline suggestions and brand mark illustration.
CA require a brand mark that does not necessarily include the map of Australia, is not necessarily blue, and includes a symbol that encompasses the services offered by the Celebrants or that suggests the caring nature of the people who take up the ceremony.
Colour palette and typography are at the designer’s discretion; with turquoise, purple or grey being some initial preferences.
Keywords to imbue in the design: Modern, professional, dynamic, responsible, friendly, informative, motivated.
The Design Rationale
The Celebrants Australia Inc. brand identity captures the essence of Australia’s floral emblem and integrates the imagery into the design.
Modern tones of olive, gold and grey ensure the colour palette is subdued and timeless.
Communication is the key for a Civil Celebrant, and this integral aspect of the relationship between Celebrant and client is echoed through the use of the typography set “Verb”.